A Study on Marketing Management Tool use of Customer Relationship

REMark: Revista Brasileira de Marketing

Cibele Barsalini Martins¹  Rudimar Antunes da Rocha²  Claudia Terezinha Kniess³ 

[1] Universidade Federal de Santa Catarina - UFSC;Universidade Federal de Santa Catarina;Universidade Nove de Julho - UNINOVE;

关键词: Marketing de Relacionamento;    Ferramentas de Marketing de Relacionamento;    Cliente.;   

DOI  :  10.5585/remark.v14i1.2788

来源: DOAJ

【 摘 要 】

This paper highlights the relation between management tools of Relationship Marketing (RM) with customers. The auxiliary tools in the process of Relationship Marketing were analyzed: Customer Relationship Management (CRM), Loyalty Programs, Endomarketing and Marketing Research. This study presented a multicase comparative in six companies, in which three of them have already deployed the management of Relationship Marketing with their clients, and the other three companies that were in the preliminary phase of deployment of these. The data collection was made from semi-structured interviews with professionals who worked in three hierarchical levels (strategic, tactical, and operational) of each participating company, using both the technique of data collection by e-mail and personal interview. The approach was qualitative, with phenomenological analysis. It was found that the deployment of Relationship Marketing by the organizations surveyed takes place in a significant amount of time, where investments have occurred by pressure of the environment, in particular by loss of market share, the need to promote customer loyalty, to improve competitiveness and concern with the customer. It was not clear that the process of deployment of Relationship Marketing originated from the strategic planning and used proactively.

【 授权许可】

Unknown